Abstract:

In recent years, many environmental problems such as global warming, pollution, destruction of biodiversity in nature, depletion of the ozone layer, deforestation and desertification have become more and more important. Increasing serious environmental problems have aroused the concern of the society to protect the environment and people have turned to green products and services because the behaviors of individuals have a significant impact on the environment. For this reason, the necessity of green practices in all sectors has emerged. Especially in the tourism sector, which is a sector that is largely dependent on the welfare of the environment, this need makes itself felt more prominently. In this context, the aim of the study is to examine the relationship between green hotel recommendation behavior and purchase intention within the scope of theory of planned behavior. Within the scope of the research, data were collected from 569 people using the online survey technique. Measurement model and SEM analysis were performed on the data within the scope of AMOS Structural Equation Modeling (SEM). According to the results of SEM Analysis, attitudes, subjective norms and perceived behavioral control variables positively and significantly affect recommendation behavior and purchase intention. It also positively and significantly affects recommender behavior and purchase intention.

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